Presenation for

1. By:
Jacqueline Levy, Fernada Salas, Vivika Cheemakoti, Cole Anderson and James Wang
What Coffee Shop should the University
of Miami add to campus?

2. Table of Contents
04 Results (main
findings)
05 Managerial
recommendations
01 Introduction and
research purpose
02 Focus group design
and findings
03 Survey
methodology

3. Introduction and research
purpose
01

4. - 6 coffee providers and 7 locations on campus
- Determine what additional coffee shops should be added on
campus
- Discover students’ preferences and satisfaction about the current
coffee shops offerings
- Improve student experience on campus
Introduction and research purpose

5. Research Methods used
- Focus group: Observed students' attitudes and preferences and
proposed improvements to coffee options on campus
- Qualtrics survey: Gained insights into factors that motivated or
diverted students from a specific coffee shop and conducted
analysis to see correlations between variables
Introduction and research purpose

6. Focus group design
and findings
02

7. - The focus group was created to get opinions from fellow students on
the pre-existing coffee shops on campus
- Our focus group was designed to
- Figure out the most popular coffee shops on campus
- Find motivations for going to these shops
- We found the most popular coffee shops were Starbucks and the
Archivist
- Convenience, Price, Atmosphere, Customer Service, and
variety/quality were the main motivations brought up
- We used our findings from the focus group to create our survey
Focus group design and findings

8. 03 Survey Methodology

9. - Testing who the coffee drinkers are vs. coffee purchasing habits
- Relationship between being a commuter and how many times a week a student
purchases coffee
- Testing who the coffee drinkers are vs. coffee preferences
- Grade level vs preference for iced/hot coffee
- Maximum price of a coffee vs. specific attribute of the coffee or shop
- Relationship between the most someone is willing to pay for a cup of coffee and if
they prefer iced/hot coffee
- The overall experience at on-campus coffee shops vs. specific behavior or attribute
- Relationship between student’s overall experience at coffee shops they have
visited and the likelihood of recommending a coffee shop to visiting friends
Survey Methodology - Hypotheses

10. - Purchasing habits → On average, how many times a week do you buy coffee on
campus?
- Coffee preference → Do you prefer your coffee hot or iced?
- Overall experience → How would you rate your overall experience at the coffee
shops on campus?
- Price → What is the most you are willing to spend on 1 cup of Coffee?
Survey Methodology - Questions

11. - Tests conducted
- Made sure to have an assortment of questions that tested different types
of variables (interval, ratio, etc.)
- Conducted ANOVA, univariate, Chi-Squared, and Regression tests
- Sampling Diversity
- Each one of us has a different background and social circles
- Attempt to send our survey to a variety of different people to gain
different perspectives
Survey Methodology - Additional Factors

12. Results
(main
findings)
04

13. Results (main findings)
Variable Percent
Gender:
Male
Female
Other
53.2%
45.7%
1.1%
Year in School:
Freshman
Sophomore
Junior
Senior
12.8%
11.7%
50%
25%
What is your race?:
Latino/Hispanic
White
Black/African American
Asian/Southeast Asian
Mixed
10.8%
67.7%
6.5%
14%
1.1%
Where do you live?:
On Campus
Off-Campus
37.2%
62.8%

14. Grade Level Vs. Frequency of drinking coffee

15. Paying a high price Vs. Frequently visited shop

16. Ethnicity Vs. Hot or Iced Coffee

17. Living Location Vs. Frequency of buying coffee

18. Hot or Iced Vs. Paying a high price

19. Managerial
recommendations
05

20. Opening another Starbucks on campus
● Starbucks is the most popular option
● Customers are deterred from going to coffee shops that are far
away from their classes
● This will limit long wait times and increase convenience
● Convenience is the most important factor in an on-campus coffee
shop
Managerial recommendations

21. Thank You